From Extensive Production To Meticulous Management, The Process Of Product Planning Is The Rebirth Of Shoe Enterprises.

Commodity planning, commodity planning, product ordering and brand marketing are adopted to improve the hit rate of product design, enhance the terminal efficiency of the company, and ensure that the products meet the needs of the end consumers. Domestic footwear enterprises In particular, it is an important index that is expected to be adopted by the Fujian style footwear and clothing enterprises. However, behind the bright goal is slow action, commodity planning in many enterprise architectures in name only, enterprises lack of strength, and the industry can give enterprise business planning guidance institutions are few.

How can local enterprises break their cocoon and spanform?

Forming brand characteristics with commodity planning

The futures order pattern starts from the spanformation of product planning based on detailed or slightly, or with or without the head office into research and development plan, and then pieced together a whole plate of products by independent research and development, cooperative research and development, and buy and sample revision, and so on, so that the products can accept multiple tests by regional agents and dealers through the form of picking and ordering.

However, at present, Fujian's shoes and clothing brands usually put hundreds of thousands of samples and shoes together before the order meeting, temporarily piecing together the so-called serial goods, overamplifying the quantity choice of R & D styles, lacking the concept of serialization, and lacking in the analysis and planning of the goods in those seasons.

In the development stage of production and manufacturing, we do not deny that local enterprises prefer simple channel construction and brand publicity to the immediate effect, ignoring the integration of upstream and downstream resources and commodity planning. However, if a brand wants to truly mature, commodity planning is essential.

In the era of market-oriented consumption, enterprises need to stand on the consumer's standpoint to excavate more maximized interests, and some enterprises are aware of the importance of commodity planning. Voight, chairman of the board of directors Cai Jinhui, introduced that Voight has gradually introduced into the commodity planning. Although there is a temporary support, the internal operation is gradually maturing. In the future, an independent commodity planning department will be set up, focusing on market demand, trend, brand positioning, product style, and so on.

However, on the whole, commodity planning is still "popular" in some enterprises, and for many small and medium-sized enterprises, it is more of a luxury.

A few leading brands in the market, because of their abundant resources and their own star products, are very easy to form the inherent style of the brand. In the process of commodity planning, the popular products and best sellers of the above season are often used as templates, resulting in similar old and new products. And those unnamed low-grade brands have been copying and copying high-end brand products for development. In the long run, it is more difficult to form the brand's inherent commodity planning culture, nor do they have their own brand characteristics.

It takes time to cultivate locally.

In the context of the culture of imitation and imitation as the mainstream commodity planning culture, the traditional shoes and garment manufacturing industry in China must have a long and arduous process and obstacles.

The fetters of traditional concept and consciousness. In China, the internal management ideas and operation modes of traditional enterprises have been deeply rooted. It is difficult to persist in and implement the reform of commodity planning that requires "Eagle regeneration". The idea of resource optimization in commodity planning is more difficult to find. More enterprises in China only regard commodity planning as a channel to get information. However, unlike other countries, many excellent companies have long realized the importance of commodity planning, such as UNIQLO, which even needs less than 1000 yen to make commodity planning, and then organize and produce one piece and one piece of sales to achieve rapid growth and high profits. "The children" s place "brand has the perfect combination of keen insight into the market and commodity planning, and has achieved excellent yield and warehouse sales ratio.

Subjective misunderstanding. Most of the domestic enterprises can not make clear the role orientation of the commodity planners. They think that they are only making style positioning for the brand or formulating the design scheme for the designers. It is not the same as the product manager's function. It only needs to set the direction before each order and organize a good inventory. Or equate product planning with product design. In fact, the difference between the two is very great. The product design focuses more on the design of the product and the spirit and culture of the brand. brand And other departments, but also with the vast majority of departments within the enterprise are linked. Some enterprises often divide the commodity planning into the brand planning department jurisdiction, and unilaterally equate the commodity planning with the display of the characteristics of the merchandise, so as to cover the surface.

For this reason, Li Xiang, director of merchandising, who has many years of experience in R & D and supply of commodities, believes that the key to success is to decide the success or failure of enterprise development, how to make the product speak and contact with consumers. Commodity planning departments are often passive in collecting market information, market research, commodity research and development, and commodity supply. They are separated from marketing, responsibilities are not clear, and after-sales service is not in place. All these are the important factors causing imperfect job docking. Domestic enterprises pay too much attention to single product marketing, while ignoring the integrity of the brand, which just needs commodity planning to make up for it. In addition, from the lack of talent in the domestic commodity planning industry and the difficulty of forming the talent market atmosphere, it can be seen that the commodity planning is still weak in the enterprise.

Lack of altitude. In the process of commodity planning, domestic enterprises lack foresight, lack of vision and height, resulting in the fact that the information obtained from outside can not be truly integrated with the enterprise's internal commodity planning, and it is difficult to develop orderly and healthily. Ruilin brand planning, Luo Lan, once worked in international brands such as Nike, CONVERSE, etc., has witnessed the international brand's forward-looking forecast of the market trend. He said that the major international brands have made commodity plans, but they are not necessarily confident about the market reaction of each new season, so that commodity planning is not an easy task. As a commodity planner, Luo Lan, while carrying out the output of fashion trends, also provides guidance for commodity planning for many local enterprises. In his view, trend output is only one of the tasks. The key is how to spanform the trend into the actual application of enterprise's commodity planning in output.

The essence is meticulous management.

A reasonable commodity plan is to improve the combined ability of the whole product with the premise of increasing the sales volume and reducing the risk of the brand product in the season. At present, most of the Fujian sports brand names themselves as product manufacturers, and the ability of commodity planning is weak. However, as the profit zone of the footwear industry accelerates the "float away" manufacturing link, it quickly drifts to the upstream research and development links and downstream marketing links, and enterprises urgently need reasonable merchandise planning.

In terms of goods, shoe companies can neither stock too much nor sell out, which requires the commodity planning department to handle it. Commodity planning group should be based on brand positioning and popular direction analysis, consumer research and other elements of the organic integration, forming the whole merchandise business plan. At the same time, according to the R & D mode of enterprises, or independent design, or buy sample revision, or joint professional R & D institutions, or rely on the outsourcing factory to send samples, each specific series, category and style of R & D tasks will be implemented. Reasonable and low risk merchandising should take into account the main push, market level and style integrity of the product. More importantly, on the basis of grasping the core R & D of their core products, enterprises should play a leading role in the overall planning of commodities and avoid the consequences of disintegration of series themes, style antagonism, and misplacement of styles.

In the view of Li Xiang, director of commodities, Gao Li Ke, in the implementation of landing, merchandising We should not only research and supply, analyze the trend of fashion, control the whole work of suppliers, butt in the right goods into the store at the right time; reorganize the management structure, add commodity planning organization, consider the training of commodity employees later; coordinate the Department's internal sales team with marketing team, and strengthen the late promotion and after-sales service, so as to truly and effectively meet the market demand.